With her signature dynamism, Aitana embodies the effortless summer spirit of the Fendi Summer 2025 collection and brings a fresh perspective to the Maison’s iconic designs.

The campaign unfolds as Aitana discovers a Peekaboo bag at her doorstep: the starting point of a playful exploration of the Summer 2025 collection. Baguette, Sunshine Shopper and Peekaboo Soft bags appear throughout her home as she curiously wonders around, transforming her surroundings into a landscape of discovery. Unable to resist to the allure of the collection, Aitana immerses herself in a bed of Fendi icons.

As the Maison celebrates its centenary year, Fendi looks forward, reflecting on milestones and memories from across the decades. Drawing upon the sun-drenched palette of a Roman summer and the exuberant sophistication of the Italian seaside, the Fendi Summer 2025 collection elevates breezy fabrics and casual ensembles with cocooning shapes and nature-inspired embroideries.

Inspired by archival motifs that appear in Histoire d’Eau, the sculptural forms of red coral are a leitmotif throughout, appearing alone or intertwined with ornate bandana florals and giant underwater blooms. From coral red and sandy terracotta to seafoam, buttermilk, iced lemon and ocean blue, the color card reveals irreverent expressions of Fendi by the sea.